Buyers want more than a ‘dream home’ pitch
A John Burns Research and Consulting survey found about half view “dream home” as overused, suggesting agents should emphasize quality and how homes fit buyers’ lives.
Calling a listing a “dream home” may say less to buyers than agents think.
About half of more than 1,200 homeowners and renters surveyed considered that phrase and “luxury living” overused, according to John Burns Research and Consulting. Messages suggesting a more personal fit received a better reception.
The findings offer agents a reason to rethink how they describe properties, particularly new construction.
“Buyers want to feel understood,” Mikaela Arroyo wrote in the firm’s analysis.
That includes addressing doubts about workmanship. The firm reported that construction quality ranked behind only price and location when buyers compared new and existing homes. Yet just 44% expressed confidence that new homes are well built.
Arroyo identified three ways to strengthen marketing:
- Make it relatable. Show how a home works during everyday routines, including busy mornings.
- Demonstrate quality. Use evidence buyers can see. Beazer Homes’ Aria Crossing model exposes construction behind the walls, while Highland Homes uses a homeowner video testimonial.
- Connect features to daily life. Explain how a property supports the activities buyers value.
For agents, the findings suggest a useful starting point for listing copy and showings: Explain what makes the home work for the customer.
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